Web2.0背景下的品牌网络口碑传播研究
发布时间：2018-08-28 09:22
【摘要】： 对于绝大多数企业来说,他们在品牌传播的实际操作层面上,多以自我为中心进行大众或分众式的传播活动。这种传播方式的主要特点是企业将传播的主动权牢牢掌握在自己手中,充分运用具有可控性的广告与公关活动,瞄准目标消费者,在电视、报纸或者杂志上向他们传递企业或品牌信息。毋庸置疑,传统的品牌传播方式在互联网Web2.0之前的社会背景下对于企业的品牌传播起到了非常重要的作用。但随着时代的不断发展,企业所处的社会政治经济环境以及媒介的整体生态环境都在不断地发生变化,也由此引发了传统的品牌传播方式越来越表现出对互联网Web2.0背景下的企业传播需要和消费者对信息获取与搜寻需要的不适应。网民数量急剧增加、社会的“碎片化”导致传统品牌传播方式的失效、网络环境下消费者的互动分享成为趋势、类型各异网络口碑传播平台渐成气候以及专事网络口碑传播机构的出现,都预示着传统的品牌传播方式似乎走到了路的尽头,取而代之的是品牌网络口碑传播时代的到来。 所谓网络口碑传播是除企业之外的任何个人或机构以文字、图片、视频或多媒体信息组合,通过论坛、博客、播客、Wiki、即时通讯工具等各种互联网传播渠道传递的有关品牌的各种主观/客观观点、讨论或其他和品牌一切有关信息的即时或非即时地双向互动传播过程。网络口碑传播具有速度更快、波及范围更大、传播效率更高、匿名性、传播渠道多元化,持续力强、传播效果容易测量等特点。网络口碑传播对于企业的品牌传播而言就具有独特的价值,它能够更好地鼓励消费者尝试,影响其品牌购买决策;更快地传递品牌体验,加深品牌的好感度与美誉度;能够对消费者的品牌态度产生影响。 在借鉴网络传播已有成果的基础上,文中构建了一个“相对于一个节点的网络口碑传播模型”。该模型的构成要素包括网络口碑传播者、网络口碑信息、网络口碑传播渠道、网络口碑接收者以及反馈等五个要素,但该模式同时借鉴了消费者行为决策模型,因此除此之外还包括态度强化或改变、实际购买和购后评价等三个要素。网络口碑的传播过程首先由网络口碑传播者开始,网络口碑传播者受自身传播意愿、传播能力、个性特征以及产品本身特征的影响对网络口碑信息做出选择,同时对网络口碑信息做出合适的形式使之适应网络口碑传播者所要选择传播的渠道;网络口碑传播渠道是网络口碑传播者和接收者沟通的渠道,其不仅会影响网络口碑传播的方式和形态,而且会影响到传输的效度和信度,目前传播渠道主要集中电子邮件(E-mail)、博客(Blog)、威客(Wiki)、BBS、网络社区等新型互联网应用上;接着网络口碑接收者经由互联网上的上述渠道类型接触到网络口碑信息后,根据自己的接收意愿、接收能力与个性特征对信息做出选择性接收;在接受网络口碑的全部、部分信息或不接受网络口碑信息后,口碑接收者的态度得到改变或强化;下一步就是网络口碑接收者态度发生改变或强化后做出购买决策和实际购买行动;再下一步就是对整个购买、使用过程做出评价并发布在网络上。在整个网络口碑传播过程中,网络噪音、关系强度始终存在,对整个网络口碑传播过程发生影响。 企业在运用网络口碑传播进行品牌传播时,首先需要对产品适用性进行分析,因为并非所有的商品都适合做网络口碑传播,口碑传播在不同商品中所发挥的效能也不尽相同;其次,需要对整个网络文化环境以及品牌与产品的网络评论与意见进行分析;第三,选定网络口碑点;接着,企业进行制造话题,以话题驱动传播,制造话题的策略主要有制造网络明星代言话题、制造品牌故事话题、制造视频传播话题、制造争议话题,或者其它话题;第五步是选择网络口碑传播的舆论领袖;最后是话题的执行和控制。品牌网络口碑传播工具的运用,不仅是企业适应网络传播生态环境的有效举措,也是满足消费者自我传播的高明之举。
[Abstract]:For the vast majority of enterprises, they are more self-centered in the practical operation of brand communication. The main feature of this mode of communication is that enterprises firmly grasp the initiative of communication in their own hands, make full use of controllable advertising and public relations activities, and aim at target consumption. Undoubtedly, the traditional way of brand communication played a very important role in the brand communication of enterprises in the social background before Internet Web 2.0. But with the continuous development of the times, the social, political and economic environment and the media in which the enterprises are located have played a very important role. The overall ecological environment is constantly changing, which has led to the traditional brand communication mode more and more show to the Internet Web 2.0 background of enterprise communication needs and consumer information acquisition and search needs do not adapt. Effectively, the interactive sharing of consumers under the network environment has become a trend, the growing climate of different types of network word-of-mouth communication platforms and the emergence of specialized network word-of-mouth communication institutions, all indicate that the traditional brand communication methods seem to come to the end of the road, replaced by the arrival of the era of brand network word-of-mouth communication.
The so-called network word-of-mouth communication is any individual or organization other than the enterprise to text, pictures, video or multimedia information combination, through the forum, blog, podcast, Wiki, instant messaging tools and other Internet communication channels to transmit a variety of subjective / objective views about the brand, discuss or all other relevant information about the brand real-time or Online word-of-mouth communication has the characteristics of faster speed, wider spread, higher communication efficiency, anonymity, diversification of communication channels, strong sustainability, and easy measurement of communication effect. They attempt to influence their brand purchase decisions, transfer brand experience more quickly, deepen brand goodwill and reputation, and influence consumers'brand attitudes.
On the basis of the existing achievements of network communication, this paper constructs a "network word-of-mouth communication model relative to one node". The model consists of five elements: network word-of-mouth communicator, network word-of-mouth information, network word-of-mouth communication channel, network word-of-mouth receiver and feedback, but the model also draws lessons from the elimination. The dissemination process of online word-of-mouth begins with the disseminator of online word-of-mouth. The disseminator of online word-of-mouth is influenced by his own dissemination willingness, dissemination ability, personality characteristics and product characteristics. The choice of information is made, and the appropriate form of online word-of-mouth information is made to adapt it to the channel that the network word-of-mouth disseminator should choose to disseminate; the network word-of-mouth dissemination channel is the communication channel between the network word-of-mouth disseminator and the receiver, which will not only affect the mode and form of online word-of-mouth dissemination, but also affect the validity and reliability of the transmission. At present, the main communication channels are e-mail, blog, Wiki, BBS, network community and other new Internet applications; then, the recipients of online word-of-mouth access to online word-of-mouth information through the above channel types on the Internet, according to their willingness to receive, receiving ability and personality characteristics of the information to make a choice. Sexual acceptance; after accepting all, part of the information or not accepting the information of online word-of-mouth, the attitude of the recipient of online word-of-mouth is changed or strengthened; the next step is to make purchasing decisions and actual purchasing actions after the attitude of the recipient of online word-of-mouth has changed or strengthened; and the next step is to evaluate the whole purchasing and using process. In the whole process of network word-of-mouth transmission, network noise and relationship strength always exist, which affect the whole process of network word-of-mouth transmission.
When using online word-of-mouth communication for brand communication, enterprises need to analyze the applicability of products firstly, because not all goods are suitable for online word-of-mouth communication, and the effect of word-of-mouth communication in different goods is not the same; secondly, the whole network cultural environment, as well as brand and product network comments and Opinions are analyzed; thirdly, network word-of-mouth points are selected; then, the enterprise carries out topic-making, topic-driven communication, and the strategy of making topic mainly includes making network star endorsement topic, making brand story topic, making video communication topic, making controversial topic, or other topic; fifth step is to choose the public opinion leader of network word-of-mouth communication. Finally, the implementation and control of the topic. The use of brand network word-of-mouth communication tools is not only an effective measure for enterprises to adapt to the ecological environment of network communication, but also a wise move to satisfy consumers'self-communication.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;G206
本文编号：2208971
[Abstract]:For the vast majority of enterprises, they are more self-centered in the practical operation of brand communication. The main feature of this mode of communication is that enterprises firmly grasp the initiative of communication in their own hands, make full use of controllable advertising and public relations activities, and aim at target consumption. Undoubtedly, the traditional way of brand communication played a very important role in the brand communication of enterprises in the social background before Internet Web 2.0. But with the continuous development of the times, the social, political and economic environment and the media in which the enterprises are located have played a very important role. The overall ecological environment is constantly changing, which has led to the traditional brand communication mode more and more show to the Internet Web 2.0 background of enterprise communication needs and consumer information acquisition and search needs do not adapt. Effectively, the interactive sharing of consumers under the network environment has become a trend, the growing climate of different types of network word-of-mouth communication platforms and the emergence of specialized network word-of-mouth communication institutions, all indicate that the traditional brand communication methods seem to come to the end of the road, replaced by the arrival of the era of brand network word-of-mouth communication.
The so-called network word-of-mouth communication is any individual or organization other than the enterprise to text, pictures, video or multimedia information combination, through the forum, blog, podcast, Wiki, instant messaging tools and other Internet communication channels to transmit a variety of subjective / objective views about the brand, discuss or all other relevant information about the brand real-time or Online word-of-mouth communication has the characteristics of faster speed, wider spread, higher communication efficiency, anonymity, diversification of communication channels, strong sustainability, and easy measurement of communication effect. They attempt to influence their brand purchase decisions, transfer brand experience more quickly, deepen brand goodwill and reputation, and influence consumers'brand attitudes.
On the basis of the existing achievements of network communication, this paper constructs a "network word-of-mouth communication model relative to one node". The model consists of five elements: network word-of-mouth communicator, network word-of-mouth information, network word-of-mouth communication channel, network word-of-mouth receiver and feedback, but the model also draws lessons from the elimination. The dissemination process of online word-of-mouth begins with the disseminator of online word-of-mouth. The disseminator of online word-of-mouth is influenced by his own dissemination willingness, dissemination ability, personality characteristics and product characteristics. The choice of information is made, and the appropriate form of online word-of-mouth information is made to adapt it to the channel that the network word-of-mouth disseminator should choose to disseminate; the network word-of-mouth dissemination channel is the communication channel between the network word-of-mouth disseminator and the receiver, which will not only affect the mode and form of online word-of-mouth dissemination, but also affect the validity and reliability of the transmission. At present, the main communication channels are e-mail, blog, Wiki, BBS, network community and other new Internet applications; then, the recipients of online word-of-mouth access to online word-of-mouth information through the above channel types on the Internet, according to their willingness to receive, receiving ability and personality characteristics of the information to make a choice. Sexual acceptance; after accepting all, part of the information or not accepting the information of online word-of-mouth, the attitude of the recipient of online word-of-mouth is changed or strengthened; the next step is to make purchasing decisions and actual purchasing actions after the attitude of the recipient of online word-of-mouth has changed or strengthened; and the next step is to evaluate the whole purchasing and using process. In the whole process of network word-of-mouth transmission, network noise and relationship strength always exist, which affect the whole process of network word-of-mouth transmission.
When using online word-of-mouth communication for brand communication, enterprises need to analyze the applicability of products firstly, because not all goods are suitable for online word-of-mouth communication, and the effect of word-of-mouth communication in different goods is not the same; secondly, the whole network cultural environment, as well as brand and product network comments and Opinions are analyzed; thirdly, network word-of-mouth points are selected; then, the enterprise carries out topic-making, topic-driven communication, and the strategy of making topic mainly includes making network star endorsement topic, making brand story topic, making video communication topic, making controversial topic, or other topic; fifth step is to choose the public opinion leader of network word-of-mouth communication. Finally, the implementation and control of the topic. The use of brand network word-of-mouth communication tools is not only an effective measure for enterprises to adapt to the ecological environment of network communication, but also a wise move to satisfy consumers'self-communication.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;G206
【引证文献】
相关期刊论文 前2条
1 陈素白;梁玉麒;;社交网站网络口碑研究:以性别差异为向度[J];国际新闻界;2012年06期
2 李建英;薛枝梅;武世海;;新媒体视角下秦皇岛旅游文化网络传播平台的研究[J];办公自动化;2013年08期
相关硕士学位论文 前10条
1 姚雪;汽车制造企业网络社区运营体系研究[D];吉林大学;2011年
2 元志润;在网络口碑沟通中的意见领袖（Opinion leader）研究[D];复旦大学;2011年
3 黄国升;当代广告舆论化现象研究[D];福建师范大学;2011年
4 甘露;社会化网络服务平台的广告传播研究[D];河南大学;2010年
5 邹王艳;基于Web2.0的旅游口碑营销探讨[D];复旦大学;2010年
6 李倩倩;网络口碑对高校学生品牌态度的影响因素研究[D];华南理工大学;2010年
7 何文军;BBS对品牌传播效果的偏差作用及应对策略的研究[D];上海交通大学;2012年
8 任晓丽;基于网络口碑的企业品牌传播研究[D];河北经贸大学;2012年
9 杨雅秀;在线评论对创新扩散影响的实证研究[D];浙江大学;2012年
10 吴莉聪;基于微博的网络口碑传播模式及应用研究[D];浙江工业大学;2012年
，本文编号：2208971
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2208971.html
